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Articles and Press Releases:

Fair And Festival Sponsorship Spending To Total $775 Million In 2009

June 29, 2009:

Fairs and festivals hold their own thanks to increased support from corporate social responsibility budgets

For More Information Contact:
William Chipps, IEG, LLC, Tel: 312/944-1727

fair and festival sponsorship spendingChicago, Ill. – Sponsorship spending on fairs, festivals and other annual events will total $775 million in ’09, up 2.9 percent from $753 million last year, according to IEG, the world’s leading authority on sponsorship.

While the increase was recently revised downward at mid-year from the 4.4 percent rise predicted in IEG’s annual spending forecast issued in December (the result of the ongoing recession and subsequent pullback in corporate spending), there is some good news. The spending increase is expected to be the second largest among sports, nonprofits and other types of properties, lagging only the projected 3.3 percent rise in spending on associations and membership organizations.

Event spending has been driven in part by larger commitments from local companies, many of whom are aligning with events to demonstrate their community support and social responsibility.

“Without a doubt, many companies have increased their support of local events to boost hometown pride and improve the quality of life for their employees,” said William Chipps, senior editor of IEG Sponsorship Report.

As in years past, fairs and festivals continue to benefit from their ability to provide access to large numbers of consumers during summer, a season when consumers are frequently outside their homes and difficult to reach through traditional media.

Fairs and festivals also continue to see a rise in sponsorship dollars from mobile marketers. A growing number of brands are seeking out sponsorship benefits in addition to event real estate to generate a buzz and drive traffic to their road shows.

Companies taking mobile programs on the road this year include Kraft Foods, McDonald’s, Starbucks and Verizon Wireless.

About IEG, LLC

IEG is the world’s leading provider of independent research, consulting, training and analysis on sponsorship. Founded in 1981, IEG provides corporations and properties with the strategies and tools to harness the sales and marketing power of sports, arts, entertainment and cause marketing.

IEG offers services that include sponsorship consulting, competitive intelligence and valuation. IEG also publishes IEG Sponsorship Report, the international biweekly newsletter on sponsorship; the IEG Sponsorship Sourcebook, the definitive guide to sponsors, properties and agencies; and other industry publications and sources.

IEG also is the leader in sponsorship training. Its internationally renowned Sponsorship Conference, now in its 26th year, attracts a capacity crowd of delegates each year. Through its conferences, seminars and webinars, IEG has trained more than 45,000 sponsorship executives worldwide.

For more information about IEG and the sponsorship industry, please visit or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727).